“X Factor” Winner Tipped For Pepsi Super Bowl Commercial

Inside scoop: The winner of The X Factor will be starring in ::Drum Roll:: a Pepsi Super Bowl commercial!

Coke may be King on American Idol, but Pepsi will be the reigning soft drink of choice once the rival talent show invades American airwaves next month. The US X Factor has signed $55 million sponsorship deal with Pepsi, producers said earlier this year. Simon Cowell and his panel of judges — which includes Paula Abdul, L.A. Reid, and Nicole Scherzinger — will be seen drinking the caffeinated beverage during performances, backstage, and in behind-the-scenes footage featured on the singing competition. Coca-Cola enjoys a similar $35 million deal with Idol.

Auditions for the show are currently taking place across the country. One grand prize winner will receive a recording contract and a grand prize valued at $5 million dollars, making The X Factor the most valuable talent show title in TV history.